Penguin 2.0

Another version of Linux?

Penguin 2.0 is not an operating system.  Penguin is an update to Google’s search algorithm.  Google released Penguin 2.0 on May 22nd, 2013.   Depending on your SEO efforts, or your SEO consultant’s efforts, your placement in Google’s search results may be impacted.  So let’s delve into what Penguin 2.0 means to you and what you can expect.

Stop Panicking…Maybe

Simply stated Google is after the web spammers, the Black Hat SEOs and others who try to game the Google search results.  If you are unsure of how this might impact you it might be a good idea to seek the advice of an Internet Marketing professional.

Don’t fret though.  Matt Cutt’s (Head of Google’s Web Spam Team) made the following statement on his blog, “About 2.3% of English-US queries are affected to the degree that a regular user might notice”.  You can see what Matt Cutts says you can expect as a result of this update by watching his video below.

What does Google want from me?

What Google wants is original content, there I said it.  If your website has original content and you are the author of that content then you will see an improvement in your search results.  Essentially Google wants the person posting the content to be the authority on that content.  You own it and you’re the expert on it.  If you cannot speak confidently on the topic then you may not be the authority on the content.

This may sound harsh but Google does not care if people can find your website.  Google cares whether or not those using their search engine receive the best possible results when searching for a specific term.  What that means to you is if you are creating content that users of Google want to see then it will be seen, because you are the authority of that content.

Google is trying to level the playing field, making it easier for those who don’t have a ton of money to spend on Black Hat SEO methods.  This update should truly benefit the small, local businesses trying to compete with the large corporations for the same customer.  Google has also cracked down on link farms (those who spam back-links for a price).  In doing so they have shut down 2 of the largest culprits as of this writing.

So what should I do?

Well not to overstate the theme here but your website should contain fresh, original content.  The content should be consistently updated and relevant to your website.  It’s really that simple but let’s be honest…not everyone likes to write, and not all websites can easily offer blogs that contain updated content on a consistent basis.  Some business sites aren’t as easy to update with new information about your business so that alternative is to tell stories about what it is you do.

Top 5 things to be aware of:

    1. Develop crisp, original and relevant content for your site
    2. Avoid Web Spam including:
      1. Keyword Stuffing
      2. Irrelevant and Paid Backlinks
      3. Overposting with links back to your site (Spamming)
      4. Using irrelevant keywords or irrelevant content
      5. Overuse of Keywords in Content
    3. Set up Google Authorship
    4. Develop your brand and authority in your area of expertise
    5. Develop your local SEO by ensuring content includes NAP (Name, Address, Phone Number) whenever possible
    6. Continue to work on your Social Media Marketing Plan.  Facebook, Twitter,  and Google+ (as well as others) should be a part of your everyday marketing plan

How can I check and correct back-links that may negatively impact me?

Google has a tool that will allow you to check for back-links that may impact your sites rank in their search results.  The Disavow tool will check for and automatically disavow links that may be considered spam or of low value to your site.  The Disavow tool is free to use and is part of the Google Webmaster Suite.

Penguins are friendly

The negative feedback you may have read about Penguin updates and Google are usually by those who have used Black Hat SEO methods, or have lived on the edge of ethical SEO for a while and are now feeling the impact of the algorithm updates.  Honest SEO efforts will not be affected negatively, and in fact will probably see positive results in search engine queries.  Continue to work on your online expertise, branding, and content and you will reap the rewards of an increased audience.

If you are unsure about your links or any other issues that may impact your site’s visibility on Google feel free to Contact Me!



Isn’t he cute?


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  1. […] primary focus of the changes to Google’s search algorithm is to eliminate web spam.  As we discussed in previous posts Matt Cutts’ job is to squash those who use less than ethical methods of improving search results.  Some of […]

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